Over the past 30 years I’ve witnessed many changes in the car business; from the surge of Japanese automakers in the 80s to the shift to SUVs and trucks in the 90s, and recently the rise of hybrids and new technology. But the most significant change to the car business
There used to be a time, not so very long ago, when the ad plan for the typical dealership involved taking a phone call and answering the all important question…What do we want to put in the paper this week? The days when you could get away with just being
Every year, as the winter months approach dealerships cut back. It’s a major problem in the automotive industry—dealerships winterize their businesses by hibernating, by giving up at the end of the year. They seem to think that the best approach to the slow months is just to withdraw—to cut back.
You could spend all the money in the world on radio and TV spots screaming “Big Sale,” send out 100,000 direct mail pieces to every warm body in the county, and shout from the roof tops ’til you’re blue in the face trying to infect people with a little dose
It’s no secret that dealerships face a ton of difficult challenges when looking to hire a new marketing agency or vendor. Who can we trust? Will they understand our business? Will their marketing efforts work in getting us closer to our goals? Choosing an advertising agency isn’t easy—not by a
Today’s marketplace is constantly evolving. Each day there is a new technology or a new piece of software that promises to deliver more traffic, higher sales, and easier customer interaction. Many dealers think that they need the next bright idea, the next shiny tool, the next technical innovation to attract
In a recent study, Time, Inc. and Nuance Digital Marketing discovered that women are increasingly attached to their mobile devices. In fact, the study (called “Women + Mobile: The Unbreakable Bond,” found that 60% of women say their smartphone is the most important device they own, and 88% of women
In a perfect world, everybody would love your advertising. Unfortunately, the world isn’t perfect. Most dealers design advertising campaigns that won’t put anybody off. And in doing so, they unintentionally create advertising that is ignored by almost everyone. We are slaves to the numbers. Advertising should be all about the
The term, “behavioral adaptation,” describes an animal’s adjustment in behavior to survive climate change, food scarcity, or other transitions in its environment. Animals that don’t adapt die. If today’s dealerships don’t adapt their digital marketing behaviors to meet the preferences of the millennial generation, they could also face uncertain fates.